Family Offices Investing in Major League Soccer: A Growing Trend
I've noticed that owning international and domestic soccer teams has become one of the most coveted trophy assets for family offices—and for good reason.
MLS Growth Potential & Rising Valuations: Family offices are investing in MLS due to its expanding fan base, increasing team valuations, and the sport's rising popularity in the U.S., especially with the upcoming 2026 FIFA World Cup.
Revenue Diversification & Digital Expansion: MLS offers diverse revenue streams, including broadcasting rights, sponsorships, and merchandise. The league’s $2.5 billion deal with Apple TV and increasing digital engagement further enhance its investment appeal.
Branding, Prestige & Talent Development: Owning an MLS team provides high-net-worth individuals with prestige, networking opportunities, and influence in shaping U.S. soccer. Investments in youth academies and player development create additional financial upside through talent transfers to European leagues.
1. Potential for Long-Term Growth
MLS is in a stage of growth and development, making it an appealing investment opportunity for those looking for long-term returns. The league has seen increasing popularity in recent years, with expanding fan bases both in the U.S. and internationally. The rising number of younger fans and the growing interest in soccer, especially among millennials and Gen Z, has fueled demand for MLS teams, boosting both ticket sales and merchandise.
Additionally, the U.S. has traditionally been a "sleeping giant" in soccer, with untapped potential in terms of global reach and domestic interest. The league's rising profile, along with the U.S. hosting the 2026 FIFA World Cup, is expected to further enhance the sport's popularity. Family offices see this as an opportunity to invest early in a growing market that could see significant financial appreciation over time.
Quantitative Data:
The average value of an MLS team in 2020 was approximately $550 million, and by 2023, this had risen to $600 million.
Top MLS teams like LAFC and Atlanta United are valued at over $1 billion.
2. Rising Valuations of MLS Teams
Over the past decade, the valuation of MLS teams has steadily increased, mirroring the success of soccer in the U.S. Investors have seen the success of international soccer leagues, particularly the English Premier League (EPL) and La Liga, and the significant value of teams in those leagues. As MLS continues to improve its international profile and the overall quality of the league improves with more international stars joining, the valuations of MLS teams are expected to rise.
Family offices are particularly attracted to this trend, seeing the potential for significant capital appreciation. For example, in 2020, Forbes valued the average MLS team at over $500 million, with some clubs valued at over $1 billion. This growth is attractive to family offices that are looking for investment opportunities that offer both capital appreciation and strong potential for continued revenue generation.
Quantitative Data:
The average MLS team valuation in 2023 increased to $600 million, with clubs like LAFC and Atlanta United valued at over $1 billion.
3. Revenue Diversification
Family offices typically invest across a range of asset classes to diversify their portfolios. The addition of a sports franchise like an MLS team can provide diversification from more traditional investments like stocks, bonds, and real estate. While sports teams can be capital-intensive, they offer unique revenue streams such as broadcasting rights, sponsorships, ticket sales, and merchandise, which are less correlated with traditional financial markets.
MLS has also been expanding its global footprint, creating new revenue opportunities from international broadcasting, sponsorships, and partnerships with foreign clubs. Family offices looking for non-traditional assets see MLS as a way to gain exposure to a rapidly growing and relatively untapped sports market.
Quantitative Data:
MLS generated $1.1 billion in total revenue in 2019, up from $840 million in 2015.
In 2021, MLS secured a $2.5 billion broadcasting deal with Apple TV, providing a steady revenue stream of approximately $250 million annually.
4. Branding and Prestige
Owning a stake in an MLS team provides significant branding and prestige, which can be valuable for family offices looking to enhance their reputation. Sports ownership, particularly in a growing league like MLS, can elevate a family office’s profile and provide networking opportunities with other high-net-worth individuals, business leaders, and global corporations.
As MLS teams grow in popularity, owning one can be seen as a status symbol. Furthermore, investing in MLS allows family offices to have a direct hand in shaping the future of the sport in the U.S., creating opportunities for family members to gain high-level visibility in sports and entertainment circles.
Quantitative Data:
MLS social media engagement is on the rise, with the league reporting more than 70 million social media followers across its platforms as of 2021.
The 2022 MLS Cup Final attracted a record-breaking 325,000 viewers, making it the most-watched MLS game in history.
5. The Power of Digital Media and Technology
The rise of digital media and streaming has opened up new revenue possibilities for sports teams, and MLS is embracing these changes. Family offices are particularly interested in how digital platforms and new technology can be used to enhance fan engagement, monetize content, and expand a team’s brand.
MLS has made strides in increasing its digital presence with deals like broadcasting agreements with platforms such as Apple TV, making the league’s content more accessible globally. The ability to leverage data analytics for both performance enhancement and fan engagement is also appealing to family offices, who are increasingly looking to invest in technologies that can help drive long-term success.
Quantitative Data:
MLS secured a $2.5 billion deal with Apple TV in 2021, enhancing global streaming access for its fans.
The MLS app reached over 10 million downloads, showcasing the growing engagement with digital platforms.
6. Youth Development and Talent Pipeline
Soccer, as a global sport, has an expansive talent pipeline, and the U.S. has been producing more homegrown players in recent years. MLS teams have developed strong youth academies, which serve as breeding grounds for future talent. Family offices investing in MLS can capitalize on the growing emphasis on youth development and the potential to sell players to larger European leagues.
For example, players like Christian Pulisic, who began his career in MLS, went on to play for top European clubs, creating a pathway for talent that can generate significant revenue for MLS teams. This aspect of the investment adds another layer of appeal, as family offices can benefit from both the on-field performance of their teams and the potential sales of developed talent.
Quantitative Data:
In 2022, MLS saw $150 million in player transfer fees, with players like Miguel Almirón moving to European leagues for record-breaking fees, demonstrating the growing market for MLS talent.
7. Expansion and New Markets
MLS is actively expanding, with new teams joining the league and new markets being tapped across North America. Cities like Charlotte, St. Louis, and Austin have seen new teams enter the league, contributing to both increased fan engagement and media attention. Family offices see this as an opportunity to invest in teams in these emerging markets, where there is still significant potential for growth and expansion.
Moreover, the U.S. hosting the 2026 FIFA World Cup will undoubtedly bring an influx of international attention to the league. Family offices see the World Cup as a catalyst for increased interest in MLS, providing a platform to raise the league’s profile and attract more fans and sponsors.
Quantitative Data:
The 2026 FIFA World Cup will be co-hosted by the U.S., Mexico, and Canada, with 11 U.S. cities slated to host matches, including MLS cities like Atlanta, Miami, and Los Angeles, further driving MLS growth.
Family offices are increasingly investing in Major League Soccer because of the league's strong growth potential, rising valuations, and diverse revenue streams. The combination of soccer's growing popularity, the league's expanding global footprint, and opportunities for capital appreciation and branding make MLS an attractive investment option for high-net-worth families. Additionally, the increasing role of technology, digital media, and the development of talent pipelines further enhances the long-term appeal of these investments. As MLS continues to evolve and expand, family offices are well-positioned to benefit from the financial and reputational rewards that come with owning a stake in a major league team.